Entrepreneur Magazine – Trademark Bully? Is “entrepreneur” a generic term or a trademark? That question presented itself to San Diego-based…what’s another word for entrepreneur?…Ray Hivoral, founder of the San Diego Entrepreneur Center and San Diego Entrepreneur Day. Mr. Hivoral recently received a cease and desist letter from attorneys representing Entrepreneur Media, Inc. (“EMI”), publishers of Entrepreneur Magazine, demanding that he stop using the word “Entrepreneur” in connection with his services. Can Entrepreneur magazine really stop this entrepreneur? Read on…and yes, I’m already sick of typing “entrepreneur.”